Under Armour
Submitted by: Submitted by minuc
Views: 58
Words: 4278
Pages: 18
Category: Business and Industry
Date Submitted: 10/30/2014 07:46 PM
// TABLE OF CONTENTS
BACKGROUND……………………………………………. 03 STRATEGY…………………………………………..…...... 04 FIVE FORCES…………………………………...…........... 06 DRIVING FORCES…………………………….…….......... 09 KEY SUCCESS FACTORS…………….……………....... 12 SWOT ANALYSIS……………………….……………....... 14 FINANCIAL PERFORMANCE………………………........ 18 KEY MANAGERIAL ISSUES…………..……………....... 20 RECOMEMENDATIONS……………….……………........ 21 APPENDIX……………………………….……………........ 23 BIBLIOGRAPHY………..……………….……………........ 31
2
// BACKGROUND
Under
Armour
was
founded
in
1996
by
Kevin
Plank,
a
former
football
player
with
the
University
of
Maryland.
Plank
came
up
with
a
synthetic
textile
design
which
enabled
sweat
to
be
"wicked-‐away"
during
high
levels
of
physical
activity.
The
company
was
originally
named
KP
Sports
and
changed
their
name
in
2005
when
they
went
public.
Plank
believed
that
Under
Armour’s
potential
for
long-‐term
growth
was
achievable
due
to
the
company’s
ability
to
build
an
incredibly
powerful
brand
in
a
relatively
short
time,
significant
opportunities
to
expand,
and
the
fact
that
company
was
only
in
the
early
stages
of
establishing
its
brand
and
penetrating
markets
outside
North
America
(Thompson,
C-‐42).
Under
Armour
is
the
pioneer
of
performance
apparel.
Their
gear
is
designed
to
keep
athletes
cool,
dry
and
light
throughout
the
...
